Creativerse – Daniel Adetona
Within the last year, Daniel Adetona has become a sensation across social media, grabbing the spotlight with his art, most especially with his recently released well-crafted leather convertible jackets.
Daniel is a Nigerian-British creative director and CEO of Prayr Studios, a brand which he founded in 2021. He is a graduate of Covenant University with a bachelor’s degree in Policy and Strategic Studies and a master’s degree in Human Resources Management and Services from the University of Salford.
Daniel began his career as a stylist in 2018, sharing his personal style across his social media with his daring fashion style and self-confidence. He said in an interview in August, ‘I would make my own t-shirts and other garments, printing self-made designs on second-hand clothing, and would have my friends wearing some of my first pieces.’
These became foundational, effectively launching his career in the fashion industry. Daniel eventually progressed in his art as a stylist and was privileged to style some well-known afrobeats artists like; Ckay, Victony, Tems.
Daniel talks about his recent project and the inspiration behind making a convertible jacket. He says,
“The idea was to bring together a piece for people who were tired of everyday boring pieces. A piece to revolutionize the concept of a simple everyday jacket in London or New York.”
He mentions music as one of his strongest influences, with artists like Skepta and Frank Ocean always in rotation. Prior to pursuing a career in fashion, music had initially been his thing. This played a crucial role in shaping his thoughts and ideas as an artist/designer.
What’s the most challenging thing you’ve faced so far as a designer?
Funding. It’s somewhat hard to get funding especially if you are trying to keep the company 100% yours. There is a constant struggle between independence and accepting that quick 60k from an investor who would take 10 percent of your company.
Daniel recently acquired a fashion studio, naming it Prayr Studios HQ. It serves as a physical creative space where he brings his ideas to life. He said in an Instagram post, “A dream come true.”
Your fashion studio, Prayr Studios HQ, how does it enhance your design process and creative output?
Having an actual studio is important because you have a physical space for creatives to come, and honestly, that’s all you need as a creative. It helps push you, it helps propel you to dream, and the people in the studio also help to properly analyze and criticize your work.
What advice would you give to aspiring fashion designers who are looking to follow in your footsteps?
Study. There is so much information out there. The difference between you and your favorite designer, apart from experience, is luck and their ability to study relevant information. Study your idols, learn their shortcomings, look at the present, and inject your ideas.
